1. If you were the CMO of Bank of America, how would you react after reading this report? What immediate steps should you take to improve service quality and BOA’s customer value proposition?
2. The subtitle of this case study is “Good is Just Not Good Enough.” What is your interpretation of this phrase in the context of the Bank of America scenario presented?
3. Based on this analysis, identify some research needs/follow-up studies that deserve attention. How can BOA use their CRM system more effectively to gather customer data and make better marketing decisions?
4. Customer service is a major problem area for BOA. How can they use SERVQUAL and gap analysis to enhance service quality?
5. Review the set of proposed recommendations. Based on this list, identify three priorities to pursue. Explain why these issues are so critical in developing a sound customer value strategy. Offer a fourth initiative that has not been identified. Why is this an important area for marketing management to address?
1. If you were the CMO of Bank of America, how would you react after reading this report?…
1. If you were the CMO of Bank of America, how would you react after reading this report? What immediate steps should you take to improve service quality and BOA's customer value...
